Fools Gold And PPC Advertising

The Gold Rush of 1848 created incredible wealth for many. Perhaps it was the lure of easy riches that drove so many to make the long trek to California in search of gold. Many of them found “Fool’s Gold” instead. Fool’s Gold is a shiny gold mineral known as iron pyrite. To the novice gold hunter, it looked exactly like gold. Many a prospector spent fruitless hours collecting and hoarding this worthless mineral. You can imagine their surprise when they tried to cash it in only to be laughed at by the gold assayer.

Fool’s Gold

Fools Good or Iron Pyrite

Pay Per Click (PPC) advertising and Fool’s Gold have something in common. It’s easy to mistake false results for the real thing. PPC can be a way to earn profits quickly. You essentially place an advertisement with one of the major PPC providers. If you have a product or service that people really want or need they will click on your advertisement, go to your website, and buy your product.

It’s as easy as collecting Fool’s Gold and just as profitless if you don’t know how to tell the real gold from the Fool’s Gold. Of course, the experienced prospectors could have told the novice prospectors how to tell the difference between the real gold and the fool’s gold. In fact, many novice prospectors found experienced ones and ask for lessons on how to tell the real gold from the false.

Gold Nugget Tip:  Finding a mentor who can teach you how to prospect for and find real gold is a great way to become successful. Almost every successful person leveraged their mentors and their network to help them become successful.  The key is to build real relationships with people.  

You can easily learn to spot Fool’s Gold when you are doing PPC by learning a few key points. If you learn these key points and apply them you can profit from using PPC advertising.

Pay Per Click Advertising is the process of paying an advertising provider such as Google, Bing, or Taboola a fee every time someone clicks on your link or advertisement. The most basic PPC model offers up an advertisement with a hyperlink when a person performs a search function on their browser. If they click on the hyperlink and go to your web page you pay the advertising company a fee. The fee can be as little as a few pennies to as much as $50 or more for high performing keywords.

You only pay if the person actually clicks on the hyperlink and goes to your website. Once they get to your website it is up to you to get them to perform the desired action you want them to perform. For many marketers the goal is to get their email address.

Gold Nugget Tip: Most, if not all, advertising campaigns on the internet make an effort to capture your email address so they can follow up with you. That’s because the psychology of marketing has not changed significantly from the days of mail order and catalog sales. Most marketers understand that they have to put their offer in front of the client multiple times.

In fact, in the days of mass mail marketing the direct mail experts would tell you that you had to send your offer to the average client at least seven times. Direct sales experts would tell you that during the sales call the best closers didn’t stop asking for the sale until the client had told them “no” at least seven times. If you want the prospect to click on your link and give you their email address or buy your product you have to get to “Yes” once and get past at least seven “No” responses.

Let’s talk about those key points that will keep you from mistaking fool’s gold for the real thing.

Relevance
When you are designing your PPC campaign you have to remember that relevance is the most important concept or over-arching principle of your campaign. If your prospect is looking for “Iron Pyrite” you don’t want him to click on a link and wind up at a website that is all about bauxite.  You are not going to make any money or get the desired response from your prospect doing that.

Google AdWords is the big dog in PPC advertising. Currently, about 60% of all the search queries are provided by Google. One of the things Google does is they charge you less for clicks if the search experience and the web page the searcher clicks through to are highly relevant. By following good practices, you can actually save money and get more traffic to your website.

Exact Keywords and Very Similar Keywords
Choose keywords that targeted for what people are searching for. If you have a website that is about selling men’s shoes you want to target keywords related to that topic. You could target keywords such as men’s dress shoes or men’s running shoes. The more specific the search term the better chance your audience will find your advertisement when they do a search. If you specialize in high performance shoes for marathon runners or athletes your keyword phrase might focus on phrases that include high performance or endurance.

It pays to use a thesaurus or other tools to search for keywords that very similar to the keywords you are looking for. Don’t overlook the word suggestion feature built into your web browser. For example, the word athletic can return similar words such as powerful, robust, or muscular. Not all similar words will be worth pursuing but finding the right ones can make a big difference.  You should invest time in searching out new and unique keywords on a regular basis. In many cases if you are one of a few people using them you will pay less clicks.

Avoid overly broad keywords. For example, if you try to corner the PPC market by outbidding everyone on the keyword “men’s shoes” you probably will get a few more clicks. But, you might not sell as many shoes as “Men’s dress shoes” or “high performance running shoes”.

Mobile Friendly
As of 2018 approximately 50% or more of all searches are from a mobile phone and the results are seen on a mobile screen. Your advertisement AND your website must be designed to work with smart phones, tablets, laptops, and desktop PC’s. If your site is not mobile friendly chances are your ads won’t be seen by a significant percentage of your potential audience. And you will pay more for each click you do get.

Keyword Matching
Your keyword should appear in your advertisement, your title, and your display URL. Google, and other search engines will display the keyword or words in bold so the person searching will notice it. This gets your advertisement noticed and gets you more clicks. The more people who notice your add and click the more relevant your advertisement is. Google will reward you by displaying your advertisement more often and charging you less per click.

Example:

CURE PIMPLES
Cure pimples with one simple trick. Click on the hyperlink and get the cure. www.curepimplestoday.comNot an actual hyperlink. The display url can actually go to your website. If your website is really about curing pimples then this add would be highly relevant.

Landing Page Matches Keyword
Create a unique landing page for each PPC advertisement you have. In our example about curing pimples the searcher should arrive at a page that has a headline similar to this:

8 out 10 Dermatologists Approve this one simple trick to cure pimples

The body of the landing page would then educate the searcher on how to gain access to the trick and cure pimples. Your keyword should be in the body and the title of the landing page.

A word of caution when you are selling or promoting health products or making claims. Always be sure that you can prove the claims you state in your advertisements. If you can’t prove that 8 out of 10 dermatologists approve the simple trick don’t use that claim. This will keep you out of trouble with the FTC.  

Google and the other PPC providers like it when your landing page matches the keyword phrase or topic. The name of the game is to give the searcher exactly what they are looking for. By keeping it highly relevant you are rewarded by getting more traffic and more of the desired response from your searcher.

Conclusion
If your site is mobile friendly and you use unique keywords, avoid overly broad keywords, use keyword matching, and your landing page is tailored to include the keyword the searcher is looking for you will achieve a high level of relevance and you should be able to make PPC advertising worth your money.   There are more advanced tactics that can also improve your PPC ROI but if you use this approach you can develop a winning and profitable PPC campaign.

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